Future Social Content 2016 Congress Take Aways -Sydney May 2016

DAY 1 – 17 MAY 2016

WELCOME ADDRESS

Tiffany June from How2Social

Why we are here in this conference – what exactly we want to learn this conference.

Twitter: #contentconf

Content does not have to be the flashy. CV of Failures, (Meta Failure), Johannes Haushofer Professor at Princeton University in America. One of the most popular text based content types in a very traditional University academia.

Disruption is going to happen to you or because of you. Brian Solis.

Whats next (the future)? Disruptive Intelligent Content – Doing new things that make the old ones obsolete.

Whats best practice – best practices for you – Very personal to your situation.

In social, to be relevant you need to compete for the future

THE FUTURE IN THREE WORDS – IT’S REAL BOLD AND DEFINED

Craig Mark, Social Media Lead, Diabetes Australia @creaigontoast

Deadpool movie. Emoji for iphone keyboard, infographics, tv, parodies of other movies, parnerships, tinder, snapchat. Every content was very unique to each channel. 70 million on first weekend. 130 million in total. Dead pool was a real, bold and defined character.

The Danish WWF campaign using Snapchat to increase awareness of endangered animals.

Target and Lancome produce snapchat e-commerce ads. Users can swipe up to buy featured products.

Being bold: do things not everyone has done. “Pretty Shady” campaign.

Company called: Thank you made a video called “Chapter One” that was very engaging. A very bold story told via video.

Ontario ‘who will you help” campaign targeting friends of people who are perpetrating acts of harassments.

Obsessee is a youth fashion culture brand. They do not have a website. Bold and not traditional.

Tilt Brush by Google virtual reality example to check out.

Defined: your content has to have a purpose. A great example is an anti smoking campaign in the USA that defined a Tumblr channel with very unique content: A unicorn becomes a horse every time you smoke.

OLD VS NEW IT’S ALL CONTENT ISN’T?

Jordan Guiao Social Media Manager ABC Australia

Jordan Guiao, Social Media Lead, ABC Twitter: @MaestroJ

Social Media has changed the way content is created. Even if you are not creating content, people will be creating content about your brand.

Bespoke social video: low cost at the same quality of a tvc.

Election content with Faebook Live video with leading journalist. Experimenting with a new content model.

What has changed? Atomisation of content: slipt apart and extract different parts of the content and being able to make it stand alone. Distribution: easier to share content pieces. Audience involvement: people will comment and influence the content.

Participatory budget campaign. Keep it simple (light touch). You can trust the community to make the right decision.

Fund my Communitywebsite: 1 million dollars to fund community projects. 2329 people completed a full plan. Easy to use: user abandonment rate around half of industry standards. 24% of applicants reported that additional value was created for them.

Social Start Up: building an audience from zero. Find out where your customers are. Analyse your competitors: nothing wrong with a light internet stalking. Use tools to benchmark engagement along competitors. Facebook business pages can help for Facebook.

Being helpful is a better marketing strategy than being everywhere. Ask people how they want to consume things.

The future of content is probably video or a hologram – who knows! Over 60% of content consumed will be video from last year. but do not believe on stats just being said.

Adelaide to Zero Challenge (niche audience) marketing with people, not at people. Using people to find the right applicants. Give people the role to share a great opportunity.

What people say about our brands is actually dictating more of what we say about our brands.

REAL TIME INTERACTION WITH YOUR COMMUNITY. HOW TO SUCCESSFULLY DELIVER ENGAGEMENT

REIMAGINE CONTENT FOR DIGITAL MEDIA

Social Media gives the opportunity to people to gather information and take decisions from that information.

Most popular is rich content: Videos that are short and photographs. Easy for ASC as they have great, sexy content as they deal with athletes.

Leading up to Rio – Several campaigns running on Social Media to build awareness about the athletes and what the ASC do.

“Superstitious” Campaign: most athletes have unique things to do before going into a race. The campaign is going solid on social media specially on Instagram. Also positive health habits athletes have in preparation for their competition.

Paralympic campaign too. Athletes are very emotive. Emotive stories about the athletes.

Mistake: we do not apply what we know about social media as users into our workspace.

360 Video is a project coming up for ASC. Showing in real time what it is popular.

Publishing both new and interesting content. Meetings every morning to decide what it goes published on social media.